Match Group Launches Dating App for Single Parents
Match Group has launched a new dating brand in the UK called ‘Even’. Developed by Meetic, this platform serves single parents who want to find like-minded people.
The brand’s tagline is “More than parents” and it wants to support the single parent community as they live life to the fullest and seek new experiences. It shared that 15% of households across the UK consist of single parent families, according to the Office for National Statistics.
Marion Graff, VP of Acquisition at Meetic Group explains that “we are constantly looking for ways to improve the dating experience and we identified a real gap in the market when it comes to single parents”.
“While many of them might want to meet someone new, it can be difficult. With Even, we want to create a welcoming environment where single parents can meet people on their wavelength, empowering them to find love again”, she adds.
This ‘gap in the market’ has been proven by recent research from Even. It found that over half (56%) of single parents feel they’ve been under-represented in this market, with 57% having been ghosted by a potential partner because they have children.
Single parents and individuals without children are both able to sign up for Even. However, the platform is designed for single parents to show off their personality, as well as their lifestyle and relationship expectations.
In terms of its safety features, Even shares that it has a dedicated team monitoring security on the site to identify potentially unusual behaviour. Users will have also a feedback reporting system to highlight inappropriate behaviour photos they come across.
